A groundbreaking study from Queen Mary University of London has unveiled how music and soundscapes in toy commercials play a significant role in reinforcing gender norms among children. The research, published in PLOS ONE, sheds light on an often-overlooked aspect of advertising: the auditory elements that shape perceptions of masculinity and femininity.
Led by PhD student Luca Marinelli and supervised by Dr. Charalampos Saitis, the study analyzed a large sample of toy commercials aired in the UK. The findings reveal distinct musical styles used in advertisements targeting boys versus girls.
Commercials aimed at boys typically featured louder, more abrasive, and distorted soundtracks, reinforcing traditional notions of masculinity. In contrast, ads targeting girls employed softer, more harmonious music, aligning with conventional ideas of femininity.
"These design choices are deliberate and in line with entrenched gender norms," Marinelli explains. The study introduces the concept of "music-primed gender schemas," describing how certain sounds evoke gendered meanings and expectations in listeners.
Dr. Saitis emphasizes the broader implications: "Gendered music in advertising doesn't just influence toy marketing — it shapes the entire emotional experience of the commercial." This multifaceted approach to gender representation in advertising has far-reaching consequences for child development.
The research team created interactive maps allowing users to explore the data firsthand, providing a visual and auditory demonstration of how music in toy ads is carefully curated to evoke specific gendered responses.
This study arrives at a critical time, as UK advertising regulations are evolving to address harmful gender stereotypes. The findings underscore the need for more comprehensive regulation that considers the auditory dimension of advertising.
Professor Petra Lucht from Technische Universität Berlin notes, "Gender marketing shapes how children, parents, teachers, and future employers perceive gender stereotypes and assign playful activities and professional skills."
The research opens new avenues for study and calls for more robust policies to protect children from limiting stereotypes during crucial developmental stages. As Marinelli concludes, "The goal is to create a media landscape where all children can see themselves represented in diverse, dynamic ways — not confined to outdated notions of what it means to be a boy or a girl."
This pioneering work highlights the power of sound in shaping gender perceptions and underscores the need for a more inclusive approach to children's advertising.